| Course Objectives: |
The general aim of the course is to examine and learn all phases, features, dynamics, elements and application methods of marketing concept in cyber environments as a result of developing technological and communication opportunities. Examining and learning marketing models, advertising and public relations applications, new concepts and developing marketing strategies, digital marketing campaigns, positioning of brands in the digital environment, e-commerce and mobile marketing applications are among the general objectives of the course. |
| Course Content: |
The content of this course consists of Search Engine Ads, Search Engine Optimization, Web concept, Social Media and changing e-commerce trends in digital environment. Data and applications for the digitalization of the 4P approach, defined as marketing mix, are presented. In addition, digital brand and digital marketing trends are discussed in a world where social media has transformed from content to e-commerce environment. |
| Week |
Subject |
Related Preparation |
| 1) |
Definition, elements, and development of Digital Marketing. Conventional and Digital Marketing's similar and different aspects, advantages, and disadvantages |
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| 2) |
Advertising models in digital marketing - Banner, Search, Video & In-Stream, E-mail etc. |
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| 3) |
Consumer targeting models in digital marketing
PRACTICE: Creating a new digital campaign by deciding the targeting method on the Google Ads panel. |
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| 4) |
Performance measurement parameters - Volume, Impression, Click, Conversion, Action. PRACTICE: Analyzing the data of a real campaign. |
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| 5) |
Pricing and performance metrics in digital marketing - CPM, CPC, CPA etc. PRACTICE: Examining and interpreting performance metrics of a real campaign. |
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| 6) |
Other digital marketing applications (SMS, Mailing, Web Push, App Push) |
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| 7) |
SEO – Search Engine Optimization: Definition and key features |
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| 8) |
Search Engine Result Pages as a performance criteria in SEO |
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| 9) |
(SERP) – The items needed for being listed in the search engine result pages (Title, Meta-Description, h1-h2-h3 headings etc.). |
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| 10) |
SEO Analysis Tools – Supportive actions (backlink, Domain Rating vb.) |
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| 11) |
Social media as a digital marketing medium. Influencer Marketing - Social Marketing and S-Commerce concepts. Performance measurement (engagement) metrics such as engagement, likes and shares. |
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| 12) |
Facebook and Instagram Ads. Steps to create a social media campaign. PRACTICE: Analyzing the data of a real campaign. |
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| 13) |
Influencer marketing. S-Commerce Concept and Content Management in Social Media (Content Marketing) |
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| 14) |
Site Analysis Tools - Introduction to Google Analytics PRACTICE: Analyzing site performance metrics for a real website. |
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Program Outcomes |
Level of Contribution |
| 1) |
He/ She has a basic level of theoretical and practical knowledge about oral and dental health. |
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| 2) |
He/ She knows and applies the ethical principles and rules in the field. |
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| 3) |
He/ She participate in sterilization and disinfection studies. |
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| 4) |
He/ She carries out the assigned task independently by using its basic knowledge about oral and dental health field and when it encounters an unpredictable situation, he/she takes responsibility and develops solutions. |
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| 5) |
He/ She has the awareness of lifelong learning and directs his/her education to an advanced level of education in the same field or to a profession at the same level. |
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| 6) |
He/ She evaluates the basic knowledge and skills acquired in the field of Oral and Dental Health with a critical approach; determine learning needs and direct their learning. |
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| 7) |
He/ She is sensitive to the events on the agenda of the community and the world about Oral and Dental Health and follows the developments, informs the related persons and institutions by using the basic knowledge and skills in these subjects. |
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| 8) |
He/ She communicates effectively, |
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| 9) |
He/ She follows information in the field by using a foreign language at least at the level of European Language Portfolio A2 General Level. |
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| 10) |
He/ She use computer software and information and communication technologies at the basic level of European Computer Driving License required by the field. |
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| 11) |
He/ She contributes to social, scientific, cultural and ethical values in the stages of collecting, interpreting, applying and announcing the data related to Oral and Dental Health field. |
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| 12) |
He/ She behaves and participates in the quality management and processes. |
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| 13) |
He/ She has enough awareness about individual and public health, environmental protection and occupational safety. |
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| 14) |
He/ She develops himself/ herself by following the developments in science and technology related to his field with the awareness of the necessity of lifelong learning. |
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| 15) |
His/ Her appearance, attitude, attitude and behavior make it an example for society. |
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| 16) |
Has basic theoretical and applied knowledge about Oral and Dental Health.
Knows the ethical principles and rules of oral and dental health. |
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